The work of a UX Designer is to optimize the experience for users. But how can we determine if our designs are truly better? Unless we measure data, we can’t. In this talk, Jenny will share how she uses data to design products and services around the world. She will discuss: * Why designers should embrace data * Qualitative v.s. quantitative data * Why A/B tests alone is not enough * How to use data in design * Case study: building a UX community with data This talk was presented at UXDA Chiang Mai, sponsored by Punspace

1. D E S I G N B E T T E R P R O D U C T S
A N D S E R V I C E S W I T H D ATA
Jenny Shen • UXDA Chiang Mai • December 1, 2016

2. UX/UI
Consultant
J E N N Y S H E N
Founder of
Ladies that UX Amsterdam
Digital Nomad
since 2013
✈"✏
@jennyshen
🐦
jennyshen.com
🌏

3. @JennyShen
B R A N D S I ’ V E W O R K E D W I T H

4. @JennyShen
A welcoming and collaborative community of women,
that aim to push the boundaries and promote women in UX.
W I N N E R O F . N E T G R A S S R O O T S E V E N T O F T H E Y E A R 2 0 1 5

5. A N D Y O U ?
@jennyshen
D E V E L O P E R
U X
/
D E S I G N E R
M A R K E T I N G
/
P R O D U C T
B U S I N E S S
/
F O U N D E R

6. A N D Y O U ?
@jennyshen
D E V E L O P E R
U X
/
D E S I G N E R
M A R K E T I N G
/
P R O D U C T
B U S I N E S S
/
F O U N D E R

7. A N D Y O U ?
@jennyshen
D E V E L O P E R
U X
/
D E S I G N E R
M A R K E T I N G
/
P R O D U C T
B U S I N E S S
/
F O U N D E R

8. A N D Y O U ?
@jennyshen
D E V E L O P E R
U X
/
D E S I G N E R
M A R K E T I N G
/
P R O D U C T
B U S I N E S S
/
F O U N D E R

9. O N C E U P O N A T I M E …
@jennyshen

10. • Why designers should embrace data
• Quantitative v.s. qualitative data
• Why A/B tests alone is not enough
• How to use data in design
• Case study: Building a UX community with data
TA L K O U T L I N E
@jennyshen

11. W H Y D E S I G N E R S S H O U L D E M B R A C E D ATA
@jennyshen

12. • You are not the user
• Personal opinions don’t matter
• Gut feelings can be wrong
• Convince stakeholders
• Know how your designs perform
W H Y D E S I G N E R S S H O U L D E M B R A C E D ATA
@jennyshen

13. Q U A N T I TAT I V E V. S . Q U A L I TAT I V E
@jennyshen

14. Q U A N T I TAT I V E D ATA
• Numerical
• Who, when, what, where
@jennyshen

15. Q U A N T I TAT I V E D ATA
• Conversion rate
• Session duration
• Bounce rate
• Exit rate
• Page views
@jennyshen

16. @jennyshen

17. Q U A L I TAT I V E D ATA
• Non-numerical
• How, why
= the user experience
@jennyshen

18. Q U A L I TAT I V E D ATA
• The pains your product/service solve
• The ease of use of your product/service
• How likely users will recommend your
product/service to others
• Why users chose your product/service
over competitors’ and vice versa
@jennyshen

19. @jennyshen

20. • Usability tests
• Customer service tools
• Focus groups
• Recordings
• Interviews
• Contextual inquiry
@jennyshen

21. A method to compare two versions of a
web page to see which one performs better
A / B T E S T I N G
@jennyshen

22. @jennyshen

23. D I S A D VA N TA G E S O F A / B T E S T S
• GA: Can’t set who sees version 1 v.s. who
sees version 2, or even how long the test is
• Expensive to build
• Doesn’t tell you why
@jennyshen

24. A/B testing can’t tell you if you’re
solving the correct problem.
“ —Kevin Stone, Senior Product Designer at JUST EAT
@jennyshen

25. W H E N T O A / B T E S T
• Before you roll out a change
• When you have a strategic hypothesis of
why the alternate version can perform better
@jennyshen

26. N O T A G O O D H Y P O T H E S I S
Let’s use blue for CTA because company ABC uses blue.
G O O D H Y P O T H E S I S
Based on recorded sessions, users seem to have trouble
proceeding with purchase. By moving up the CTA to above
cart items, we can increase the conversion rate.
@jennyshen

27. U S I N G D ATA I N D E S I G N
@jennyshen

28. • What do you want to find out?
• What are your success metrics?
S TA RT W I T H A Q U E S T I O N
@jennyshen

29. Research Hypothesize Experiment Measure
Analyze
@jennyshen

30. C A S E S T U D Y: B U I L D I N G LT U X C O M M U N I T Y
@jennyshen

31. • Men v.s. women ratio in UX/tech meetups
• Diversity research
• Other women in tech groups
Research Hypothesize Experiment Measure
Analyze
@jennyshen

32. “Other female UXers in Amsterdam also want to
meet other female UXers and a safe place to
discuss our daily struggles.”
Research Hypothesize Experiment Measure
Analyze
@jennyshen

33. • Started LTUX Amsterdam Meetup group
• Invited female UXers
• Announced in other UX meetups
• Hosted 1 meetup per month
Research Hypothesize Experiment Measure
Analyze
@jennyshen

34. Research Hypothesize Experiment Measure
Analyze
• Growth rate
• Attendance
• Active members
• Feedback
• Reviews
@jennyshen

35. Research Hypothesize Experiment Measure
Analyze
• +2 co-organizers, 2 volunteers
• 778 members
• 19 group reviews
• +60 members per month on Meet-up
• +20 members per month on Facebook
• +1 city in The Netherlands— LTUX Utrecht
@jennyshen

36. Research Hypothesize Experiment Measure
Analyze
• Avg 58 members in talk events
• Avg 22 members in workshops
• Avg 22 members in social events
• Avg 200 active members per month
@jennyshen

37. Research Hypothesize Experiment Measure
Analyze
“Always great and relevant topics with speakers from
across the UX sector. This group is enthusiastic and very
welcoming! Join us! ” —Carmen
“A great mix of people from all over the world while also
being from different fields. The atmosphere encourages
creativity and learning.” —Sherin
@jennyshen

38. Research Hypothesize Experiment Measure
Analyze
“Very nice atmosphere, friendly and well organized, these
ladies know how to do it, super recommended.” —Mirko
“A very nice group of UX professionals who are open to
sharing their knowledge in a friendly environment. Great
experiences until now. Keep up the good work!” —Anca
@jennyshen

39. Research Hypothesize Experiment Measure
Analyze
How much do you agree with:
“LTUX Amsterdam is a welcoming community
that promotes women in UX”
From 1 to 7, we scored 5.94
@jennyshen

40. Research Hypothesize Experiment Measure
Analyze
How much do you agree with:
“LTUX Amsterdam is offering a good variety
of meetups”
From 1 to 7, we scored 5.30
@jennyshen

41. Research Hypothesize Experiment Measure
Analyze
How much do you agree with:
“I am a part of the LTUX Amsterdam
community”
From 1 to 7, we scored 4.32
@jennyshen

42. Research Hypothesize Experiment Measure
Analyze
• Low attendance on Wednesdays
• Few speakers attend meetups
• How members feel about being a part of the
community (4.32/7) can do better
• Harder to acquire sponsorships
@jennyshen

43. “People are busier with work on Wednesdays
compared to Thursdays, so they will prioritize
other things over a social event, especially
when the location is outside of the city centre.”
Research Hypothesize Experiment Measure
Analyze
@jennyshen

44. “If we engage members and speakers more
and build relationships, they will feel that they
are a part of the community. Then they will
want to be involved and contribute more.”
Research Hypothesize Experiment Measure
Analyze
@jennyshen

45. • Talk with active members in-person
• Ask other LTUX cities how they do this
Research Hypothesize Experiment Measure
Analyze
@jennyshen

46. “Members who have no speaking experience
want to speak, but are intimidated by long
presentations on the stage. If we introduce low-
barrier speaking opportunities, they are more
likely to participate.”
Research Hypothesize Experiment Measure
Analyze
@jennyshen

47. • More interactive talks like PechaKucha
• Involve members to be speakers
• Train members to be speakers
• Mentorship program
Research Hypothesize Experiment Measure
Analyze
@jennyshen

48. 5 TA K E AWAY S
@jennyshen

49. • Use data in your design process
• Measure qualitative and quantitative data
• Base A/B tests on strategic hypothesis
• When looking at data, have a question in mind
• Research, Hypothesize, Experiment, Measure, Analyze
5 TA K E AWAY S
@jennyshen

50. @JennyShen
Chiang Mai?
ladiesthatux.com/start-your-own
Bangkok? Your city?

51. S AY H E L L O
@jennyshen🐦
jenny@jennyshen.com📧
jennyshen.com🌏

52. F E E D B A C K F O R M
@jennyshen
bit.ly/UXfeedback

53. T H A N K S Y ’ A L L !
@jennyshen